AFE, an independent nonprofit organization that funds research and scholarships in floriculture and environmental horticulture, has created an animated video to educate the industry about the positive impact it makes on critical floriculture problems.

The video uses scenarios involving “murder,” “sex” and “greed” to describe solutions that AFE-funded research has unearthed, from controlling and eliminating pests and diseases to solving breeding and genetic issues.

“It’s no secret that flowers and plants make people happy,” expresses Paul Bachman, AFE chairman and president of Bachman’s, Inc. “However, AFE and the many ways it benefits the entire floral industry are secrets that need to be discovered by more retailers, wholesalers, growers, importers and allied organizations. We took a somewhat surprising approach so that people will take notice.”

The video is intended to be shared digitally member-to-member to increase awareness and contributions, which can be made online.

“For more than 50 years, the Endowment’s work has benefited everyone,” Paul shares. “We’re hoping the new video effectively reinforces all the good that has been accomplished thanks to our current donor base, as well as introduces a new generation of supporters to AFE.”